AMA Puget Sound Presents
B2B Customer Acquisition Marketing & Demand Generation
CMO’s must show business results
Via the CMO Council• 2016 saw record CMO job loss• #1 Reason: CMO’s unable to show
business impact• Critical: Financial impact analytics
“…there’s nothing more necessary to CMO success and longevity than having the proof of how marketing is driving the business forward in a multiplicity of unique and powerful ways…”-Donovan Neale-May, CMO Council
Marketing is THE most strategically important function within any B2B company
• Define company strategy, positioning, and identify markets
• Full funnel marketing driving demand
• Create awareness
• Market, customer, product, competitive research
• Messaging & positioning
• Product requirements
• PR/AR
• Channel marketing
• Marketing technology management
• Data management
• Marketing operations
• Content strategy and development
• Customer marketing
• Analytics and KPIs
• Events, tradeshows, field marketing
• Social management
• Advertising
• Digital property management
No other function engages with individuals before they even think of becoming customers, drives demand, enables and accelerates sales, and
retains customers
The most ridiculous expectations and intense scrutiny
• Why do sales leads suck?
• How much revenue did marketing source this quarter?
• How much business are we getting from that webinar last week?
• What is the ROI on the marketing tech budget?
• Why can’t the (CMO, VP, manager, intern) write the white paper, datasheets, PR, email copy for us?
• Based on the forecast this month, what business can we expect over the next two quarters?
B2B Customer Acquisition Marketing
Focus on horizontal and vertical markets and
create ideal customer profiles
Identify and engage the right accounts with propensity to buy
Full Funnel Marketing that Creates
Opportunities & Acclerates Sales
Integrated Marketing Technology & Data
Management
KPIs: Measure Revenue, Opportunities, Velocity, Sourced and Influenced
Revenue, CAC
Connect Budget Spend to Revenue Results
The Big Dog Customer Acquisition KPIs
Your CEO Wants
• Sales Pipeline Velocity
• Opportunity Creation
• Percentage of Sourced Revenue
• Percentage of Influenced Revenue
• Channel Attribution
• Customer Acquisition Costs
Sales Pipeline Velocity
Download our Sales Velocity Calculator: http://results.heinzmarketing.com/R-PipelineVelocityCalculator_LP.html
Customer and Account Targeting & Segmentation
Ideal Customer Profile
• Industries
• Companies
• Contacts, Roles, Motivations
• Behaviors
• Compelling Events
• Propensity to Buy
• What do the PEOPLE in the target companies care about?
• What COMPANY and INDUSTRY types are the best to focus on?
• What BEHAVIORS do people in target accounts collectively exhibit to indicate interest?
• What are common COMPELLING EVENTS that drive purchase decisions?
Prepare to engage many
people with acquisition
campaigns, channels,
and touches
According to CEB (Gartner) the number of people in B2B solutions purchases has increased from 5.4 in 2015 to 6.8 in 2017.
Content
Establish the Foundation - Personas• Develop “Pathological Empathy” – get out of the company-centric world!
• Who are your primary personas – prioritize to focus content development
• Companies are made of people – consider group dynamics
• Multiple people will likely influence, decide on, and ultimately use or be impacted by your solution.
• Decision makers, stake holders, influencers, end users
• Attributes, motivators and concerns
Department Head Primary Business UserDecision Maker
Persona Framework
4/12/2018 Heinz Marketing, Inc 12
Workbook – pg8
Decision Maker
Content Inventory Mapping: Theme, Persona, Funnel, and Journey Stages
• Identify the gaps in themes, funnel and persona engagement
• Look for funnel conversion blocks
• Example: Look at how the grid is TOFU heavy and BOFU light. Potential conversion blocks?
4/12/2018 Heinz Marketing, Inc 13
Workbook – pg13
Single campaigns rarely source NEW LEADS that convert to OPPORTUNITIES and
SALES WON without additional campaigns
Suspects
Inquiries
MQL
SAL
Opportunity
$
Customer
Think Full Funnel Marketing
REALITYPeople engage multiple times through mixed channels with mixed contentover their entire selectionjourney.
AND…!
Multiple people within companies engage!
AND…!Full Funnel Marketing includes Marketing and Sales aligned with shared goals!
Customer Marketing
AMA | Puget SoundApril 11, 2018
Agenda
18
Definition of Customer Marketing
Contrasting with Acquisition Marketing
Intro to Avalara
How we do Customer Marketing
Measuring Impact
Q&A
What is “Customer Marketing”……and why should I care?
©Avalara. Confidential and proprietary. 20
Customer MarketingAKA…. Customer Base Marketing, Loyalty Marketing, Customer Loyalty, Revenue Retention
Mission: To drive revenue retention and growth through customer engagement, education, and advocacy...
…and for higher-touch businesses, to ensure client-facing teams succeed.
Particularly relevant for businesses where…
Keeping customers engaged and informed matters.
Customers repurchase regularly (monthly/annual renewals).
There’s more to your offering than meets the eye, mouse...
Products B, C and D don’t sell themselves.
THE MATH for AVALARA
In 2018, for every… $1.00 of new business booked,
we will add… $0.40 in add-on business, $0.60 in upgrades, and$4.00 in renewals.
Prospects look to their peers in the buying journey.
Isn’t this just Marketing?
22©Avalara. Confidential and proprietary.
Customer Marketing ConsiderationsWhy I argue that this is a distinct function within the marketing organization
✓ Sales and marketing processEven more hand-in-glove with Sales given customer relationships
✓Pipeline characteristics and metricsDeals have shorter lifecycles and higher win rates; Attribution even harder
✓Marketing channels and activitiesHeavy on events, content, sales enablement – lighter on Digital, ABM
Acquisition and Customer Marketing usually differ significantly in…
✓ Sources of marketing data1st Party is King!
Case Study: Avalara
Manual tax compliance is not sustainable
Tax compliance is increasingly complex
Your business
Has many challenges
• Growth increases tax complexity
• Manual solutions are costly and
error-prone
• Inaccuracies create customer
satisfaction risks
• Tax rules are mutating &
increasingly complex
• Governments getting aggressive
with collection efforts
Your business systems
Such as ERP, ecommerce, CRM,
invoicing & billing, point-of-sale –
need tax capabilities
Governments
Operate at multiple levels
• State
• City
• County
• Local
• National
Perform multiple functions
• Create regulations
• Collect taxes
• Enforce & audit
TAX REGULATIONS
TAX RETURNS
TAX REMITTANCE
NOTICES
NOTICE MANAGEMENT
AUDITS
AUDIT RESPONSE
…with an end-to-end tax compliance solution
The Avalara Tax Compliance Suite can help…
Tax calculations Tax returns & filing Tax document
management
Expanding tax typesSales & use | Fuel & energy excise | Lodging & occupancy | Communication
Cross-border | VAT/GST | Brazil
Professional services, support & customer success
Governments
Operate at multiple levels
• State
• City
• County
• Local
• National
Perform multiple functions
• Create regulations
• Collect taxes
• Enforce & audit
Your business
Has many challenges
• Growth
• Manual solutions
• Tax inaccuracies
• Changing regulations
• Aggressive governments
Your business applicationsneed tax capabilities
• ERP
• Ecommerce
• CRM
• Invoicing & billing
• Point-of-sale
Your business
Has many challenges
• Growth
• Manual solutions
• Tax inaccuracies
• Changing regulations
• Aggressive governments
Your business applicationsneed tax capabilities
• ERP
• Ecommerce
• CRM
• Invoicing & billing
• Point-of-sale
…with an end-to-end tax compliance solution
that is integrated with over 600 business applications
built on the robust foundation of our tax engine and content platform
…with an end-to-end tax compliance solution
The Avalara Tax Compliance Suite can help…
Tax calculations Tax returns & filing Tax document
management
Expanding tax typesSales & use | Fuel & energy excise | Lodging & occupancy | Communication
Cross-border | VAT/GST | Brazil
Professional services, support & customer success
Governments
Operate at multiple levels
• State
• City
• County
• Local
• National
Perform multiple functions
• Create regulations
• Collect taxes
• Enforce & audit
Pre-built
integrations
with 600+
business
applications
Advanced API
for existing
custom
applications
Tax engine
Determination, Documents, Returns, Treasury, Identity, Account
Tax content
Tax rates, taxability rules, jurisdiction boundaries, exemptions, licenses,
certificates, tax forms, UPC codes, interpretations
Technology platform
that is integrated with over 600 business applications
Your business
Your business applicationsneed tax capabilities
• ERP
• Ecommerce
• CRM
• Invoicing & billing
• Point-of-sale
End-to-end tax compliance
The Avalara Tax Compliance Suite
Tax calculations Tax returns & filing Tax document
management
Expanding tax typesSales & use | Fuel & energy excise | Lodging & occupancy | Communication
Cross-border | VAT/GST | Brazil
Professional services, support & customer success
Pre-built
integrations
with 600+
business
applications
Advanced API
for existing
custom
applications
Tax engine
Determination, Documents, Returns, Treasury, Identity, Account
Tax content
Tax rates, taxability rules, jurisdiction boundaries, exemptions, licenses,
certificates, tax forms, UPC codes, interpretations
Technology platform
Governments
Operate at multiple levels
• State
• City
• County
• Local
• National
Perform multiple functions
• Create regulations
• Collect taxes
• Enforce & audit
How Avalara does Customer Marketing
29©Avalara. Confidential and proprietary.
Avalara Marketing
Brand Strategy
ProductMarketing
Everything we do begins with our brand promise…
which is built on customer insight.
Shared Services
PR
Content
Creative
Events
Digital
Mktg Ops
MTG
Planning
Analytics
Shared services teams drive consistency and excellence in
planning, execution and analysis across the organization
Customer Marketing
BD
Partner Marketing
ADR & SDR
DEMAND GEN
ENT SMB SOHO
US
EMEA
Brazil/LATAM
India
30©Avalara. Confidential and proprietary.
Customer Marketing throughout the Customer Journey
Onboarding
▪ Welcome Program▪ Onboarding Comms▪ Training and Support
Awareness
Engagement
▪ Thought Leadership▪ Customer Events▪ Newsletter, Blog▪ .com Experience▪ Change Management▪ Compliance Monitoring▪ Customer Comms▪ Cust Advisory Board
Growth
▪ Renewal Comms▪ Product Webinars▪ X-org Expansion▪ Add-on Profiling▪ Trigger Monitoring▪ Sales Enablement▪ ABM Motions▪ Nurtures
Advocacy
▪ Reference Program▪ Customer Evidence▪ Product Reviews▪ Event Presence▪ PR Opportunities
~21,000 Clients SOHO to EnterpriseBroad Base of Industries
Program highlights
32
Engage with topical Thought Leadership content
©Avalara. Confidential and proprietary.
33©Avalara. Confidential and proprietary.
Use data mining and integrate sales/marketing motions
✓ SmartPlays – Any customer data used to trigger any motion
1
2
3
✓ Propensity scoring for Add-on Products
✓ Data Scientist – 1st priority for any self-respecting customer marketer
34©Avalara. Confidential and proprietary.
Enable great Account Reviews with high-value content
“Honestly, ever single call I have had that I have used it, it’s helped to have a better conversation with the customer. It makes me look more prepared and like we’re staying on top of their compliance, and led to an opportunity at least 75% of the time”
Account Manager Feedback:
Measuring impact
36©Avalara. Confidential and proprietary.
Customer Marketing Planning and MetricsMy POV: Marketing planning and program attribution are even more challenging for CM!
✓Give CM managers and leaders the same goals as their sales/success counterpartsUpsell Bookings, X-sell Bookings, Retention
✓Develop attribution capability, but focus more on relative program response ratesHave we increased download of a key asset? Have we driven greater engagement?
For consideration:
✓Upsell/X-sell planning is a science – more/less fixed marketPropensity/fit scoring is a key capability here – “of the customers who currently don’t own product B, how likely is each to buy?”